The AEO International Dinner: Switzerland edition

The AEO International Dinner paired thoughtful conversation with a deeper look at how Switzerland continues to position itself as a distinctive and competitive destination for international events, bringing together industry leaders for an evening that blended insight, experience and a distinctly Swiss perspective.

Sponsored by Messe and Congress Center Basel and Messe Zürich - both venues of MCH Group, the evening brought together industry professionals for a discussion led by Kerry Prince of RX Global, in conversation with Roman Imgrüth of MCH Group.

There was a relaxed energy in the room from the outset, and even among senior leaders the tone felt open and conversational, a balance that carried through the evening and allowed deeper insights to land without formality getting in the way.

Switzerland’s foundation in trade, innovation and connectivity

Roman grounded the discussion in Switzerland’s long history as a trading nation. Reflecting on Basel’s heritage, he pointed to the fact that exhibitions have effectively been part of the city’s DNA for around 700 years, linking Switzerland’s modern events industry to centuries-old trade routes and market traditions.

That legacy continues to shape the present. Switzerland’s business environment, described as flexible and innovation-driven, supports both established industries and emerging sectors. The combination of stability and openness has helped create a setting where international events can thrive.

Connectivity also plays a defining role, you can “get on a train from anywhere and be in Basel,” highlighting the ease with which attendees can move across borders. The proximity of Zurich and Basel, combined with strong rail and air links, reinforces Switzerland’s position at the centre of Europe’s event landscape.

The evolving role of live events

A theme that kept coming back throughout the evening was the simple value of being in the same room as other people. Roman talked about how live events have evolved, bringing in digital tools where they add value while still keeping that human connection at the centre. The Swiss approach feels measured. There is a willingness to innovate, though not at the expense of what makes events meaningful in the first place.

Kerry gently steered the conversation toward what this means for the wider industry. The sense in the room was clear. Exhibitions now go well beyond straightforward transactions, creating space for people to learn from one another, build relationships and develop ideas over time. Switzerland seems to lean into that shift, creating events that feel purposeful as well as practical.

Sustainability and responsibility in focus

Sustainability came into the conversation in a way that felt practical rather than performative. Switzerland already has a strong reputation in this space, and that mindset clearly carries through into its events industry. Roman pointed to simple, tangible measures, from how venues are run to how easy it is for attendees to travel by train instead of flying.

There was also a broader point underneath it. Organisers are increasingly expected to think beyond the event itself and consider the wider impact. In Switzerland, that seems to translate into clear, considered action rather than big statements. The result is events that feel more credible, and ultimately more valuable over time.

A shared vision for the future

The evening concluded with a forward looking perspective on the exhibitions industry. There was a sense of optimism about the opportunities ahead, particularly as global markets continue to reconnect. Switzerland’s ability to combine tradition with innovation positions it well for the future, offering a model that others can learn from.

The AEO International Dinner created space for meaningful dialogue, where ideas could be exchanged openly and thoughtfully, alongside the opportunity to connect with peers across the industry.

Through the insights shared by Roman Imgrüth and the guidance of Kerry Prince, attendees left with a deeper understanding of Switzerland’s unique contribution to the global events industry and a renewed appreciation for the power of collaboration.